Explorer, Innocent, Outlaw : Brand Archetypes and the Management of Meaning

The management consultant John Hagel is quoted as saying that now and in the
future 'the job of leadership is not just to make money, its to make meaning
'. I would query the word 'making', as it suggests a manufactured approach.
The key is to uncover the true meaning of your brand and tell that story.

Extensive research by Mark and Pearson has revealed that enduringly
successful brands align with one of 12 key archetypes. By uncovering this
fundamental truth about a brand it can then play a crucial role in the
management of meaning. The archetype gives clarity and focus to how the
brand story is told. And it informs how the sensory cues are used to
communicate the brand across all aspects of the organisation. In short, it
ensures everyone is clear about what the brand truly stands for. (More: See
Slideshare presentation in Ideas tab)